Recognizing user satisfaction and loyalty in bus and metro services: A gender-based analysis using PLS-SEM

This study explores the factors affecting user satisfaction and loyalty within Greater Valparaiso, Chile's public transport system, focusing on bus and metro services. A survey of 552 users was conducted using a nonprobabilistic sampling method, ensuring an equitable distribution by gender, age, and commune. Structural Equation Modeling with Partial Least Squares (PLS-SEM) was employed to assess factors such as cleanliness, comfort, safety, and perceived value. The results indicate that perceived quality and value are the primary predictors of satisfaction, which drives loyalty. A key finding is the significant role of gender in shaping bus users' loyalty. Women place greater importance on attributes like cleanliness, lighting, and temperature when evaluating service quality than men. Additionally, for female passengers, maintaining a positive corporate image is crucial for loyalty, influencing their likelihood to recommend or continue using the service. Gender differences were also observed in the perception of service quality related to information about schedules and routes, with this information being essential for women. No significant gender differences were found in the metro service. The findings in Greater Valparaiso align with global trends regarding the importance of cleanliness, comfort, and safety in user satisfaction, but they also reveal regional distinctions, particularly the emphasis on security in the bus system, echoing findings from other non-European contexts where safety is a more prominent concern.